Ar Wear Marking Report

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2. Market Segmentation and Targeting

Gender: According the Centre for Disease Control and Prevention (2010), nearly 1 in 5 women have been raped, while only 1 in 71 men in the United States have been raped. As such, females are more prone to rape than males. This implies that our product will likely be more desirable and useful to the female population.Traveling Habits: According to the United Nations Office on Drugs and Crime (UNODC) 2012 worldwide rape statistics, the average rate of rape offences per 100,000 in United States of America is 30.17 while the average rate of rape offences per 100,000 in Singapore is much lesser in comparison at 3.03. (Refer to Appendix A) This higher rate and risk of rape overseas implies that our product will likely be more useful for travelling than non-travelling Singapore residents.Geographical Location: High coverage of recent rape cases overseas, such as the recent gang rapes in Delhi despite police protection, may result in perception of higher rate of rape offences in certain countries. Basing options for our survey question on people’s perception of countries with high risk and rate of rape on top visited countries by Singaporean travellers (Singstat, 2005), we filtered out the top five countries including India, USA, Europe, Thailand and Malaysia. Such perceptions may result in an increased investment in protection when travelling due to perceived necessity of higher protection, thus providing a demand for AR WEAR. As such, our target segment is female travelers who travel to destinations with perceived high risk of rape.

3 Positioning and Differentiation

3.1 Positioning Strategy

We seek to position the company as one that provides confidence and protection that can be worn, yet is affordable to the masses. This will be evident in our product, as it is the only kind of protection against rape that can be worn. We seek to differentiate ourselves through our unique product features. As a wearable layer of protection against rape, it is simple and discreet in use and effective in purpose. Considering its purpose, quality is vital, therefore to balance quality and affordability, we are using a “more for more” overall positioning strategy.

3.2 Positioning Statement

To the ladies who travel, AR WEAR is your secret bodyguard that provides assurance and brings out your confidence in any situation.

4. Customer-Driven Marketing Strategy

In order to achieve the targeted positioning and differentiation, an integrated marketing mix (4Ps) was used to create customer value and deliver that position.

4.1 Product

4.1.1 Product Overview

AR WEAR is a range of wearable items including assorted types and styles of underwear, running shorts, traveling shorts, etc. that can be worn comfortably but are very difficult for someone else to remove forcefully or stealthily. The purpose of introducing AR WEAR is to provide females more control over the outcome of a sexual assault. The core customer value of AR WEAR is to provide protection against attempted rape and offer a peace of mind in situations which may cause feelings of apprehension or anxiousness. In the first brand and phase of production, we will only be pushing out the undergarment product line in attempt to test the market reaction and acceptance.

4.1.2 Product attributes

Product Quality: Our product is strengthened using an innovative skeletal structure which allows them to remain soft and ergonomic. The waist, thighs, and central panels are protected with specially designed, cut resistant straps and webbing. (Yuval, R. a., 2013)

Product features: Our product is resistant to pulling, tearing and cutting while being comfortable to wear during normal activities and, as in the case of underwear, fit smoothly under form-fitting outer clothing. A garment to be worn comfortably while still able to frustrate attack. Its usage is highly discreet, thus less offending to friends and loved ones. It provides protection without much effort as there is no need for constant suspicion or alertness. Design: Once the waist girth has been adjusted and secured with its unique locking device, the garment cannot be pulled down. Since a female’s waist measurement is generally less than that of her pelvic area, the waist strap can be locked at a comfortable position and still prevent unwanted removal of the garment. The thigh straps, after an initial adjustment by the wearer, prevent the leg openings from being lifted or shifted to the sides by someone else. The center panels are connected to both the waist and thigh straps to create a unified protective skeletal structure. (Yuval, R. a., 2013) Style: Our product comes in a range of light pastel colours for ladies to choose from. Research (H. J. Eysenck, 1941) has shown that women prefer softer colours, and pastel colours tie in with Singapore’s year-round summer weather. Lighter colours of the undergarments are also more practical in being less visible when women wear lighter shades of shorts or skirts. Limited edition seasonal floral designs will be offered in each seasonal period to provide a greater variety of design to our customers.

4.1.3 Branding

At AR WEAR, we aim to build our brand and products around our belief of providing women with confidence and protection. Leveraging on the quality of our innovative material with unique locking mechanism, we can brand ourselves as a trustworthy protector of females’ modesty. We hope that those who believe in our brand and products will stand in line with our values to be confident in protecting themselves in all situations.

4.1.4 Packaging and labeling

A clear plastic and paper box packaging (Refer to Appendix C) will be used to contain the undergarment in threes. The type of color and product code is labelled at the side of the box for identification in the warehouse, when taking stock and keying in the lock combination of each product in our database. On the front of the box will be our brand name and on the back will be the phrase “Your Secret Bodyguard”, a part of our positioning statement that captures and portrays the purpose of our product. A pictorial step-by-step product guide on use of the lock function will be included, as well as washing instructions to maintain the quality and condition of the product. Inside the packaging will be a leaflet with the unique lock code for each